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5 comments

Most is great but I have to disagree with some of your suggestions. #5 The description meta as not the place to put calls to action. The proper use of the tag is a concise description of the page’s content.

#6. A page does not need 300 words. What IS important is that your primary information shows above the fold as you say in #9

#7 Don’t forget the h1, h2 and h3 tags for formatting. Making a keyword in a paragraph bold is a spam based trick.

#8. If you can use your primary keyword phrase in the header, it is even better than using it in the main paragraph.

Realize the “shorter is better” and “less is more” when it comes to presenting copy and relevance. People only read the first 11 to 14 characters in each line, unless their interest is captured. This applies to titles and descriptions.

#17. Keyword in path. #18. Keyword in file name. #19. Keyword in domain name. #20. As few links as possible on the page. #21. Build a proper semantic hierarchy in the visual and in your code. #22. Use the proper markup to tell Google EXACTLY what you show your visitors.

I agree about the CTA in the Description. I always use one plus an incentive if it’s possible eg free consultation (dang that’s a long word). It reduces the descriptive space but it’s marketing not SEO per se – searchers can see the CTA and incentive from the SERPs.

One other thing, while not exactly SEO but certainly improves usability. With images I use a keyword-rich caption too as most people look at an image so grab their atttention with the intent of the page.